This week marks the beginning of the conference finals in
the NBA playoffs – Memphis Grizzlies against the San Antonio Spurs (Spurs lead 2-0) in the west
and the Miami Heat against the Indiana Pacers (Heat lead 1-0) in the east. However, this week has been the week for the
losers. Between the NBA Draft lottery on
Tuesday and the current rebranding efforts in New Orleans and Charlotte, the
losers are becoming just a little bit more lovable. Or at least they are trying to be anyway.
New Orleans Pelicans
The New Orleans franchise has been marred by weak
performances over the years and even weaker stability. Making their debut in the league as the
Charlotte Hornets in 1988 alongside the Miami Heat, the Hornets were constantly
struggling in their first three years.
Names like Larry Johnson, Alonzo Mourning, and Glen Rice helped build
the franchise to the point where Rice led them to their first back-to-back NBA
playoff appearances in the 1997 and 1998 seasons.
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| Rice, Bogues, and Mourning (Soletron.com) |
However, attendance and fan base found themselves in
rapid
decline after the 1997-98 season.
Dropping from their peak in the 1995-96 and 1996-97 seasons where they
averaged 24,042 fans per game, the Hornets found themselves averaging only
11,286 in 2001-02.
That was the final
straw for the franchise in Charlotte.
The Hornets relocated their franchise to New Orleans
searching for greener pastures and greener wallets.
What they found was a relatively small
increase in attendance though.
In the
2003-04
season, the Hornets ranked 28
th in the NBA in attendance.
When Hurricane Katrina hit in 2005, the New Orleans franchise
split their time in Oklahoma City due to the destruction in their home
city. Though the Hornets played in
Oklahoma City to wonderful attendance success – proven success that later aided
the Seattle Super Sonics in their controversial relocation to Oklahoma City in
2008 – it was not their home town.
Now settled back into their home in New Orleans with a
couple of high profile talents on their roster in Eric Gordon and Anthony
Davis, the franchise is beginning to feel like they have an identity
again. One problem… The Hornets name is
still from their Charlotte days. They
want their own.
Enter the New Orleans Pelicans. Currently undergoing the transformation, the
Pelicans are now official and awaiting game one of the 2013-14 regular season to show it off. After walking
away with the sixth pick in this summer’s NBA Draft after Tuesday’s draft
lottery, the Pelicans will look to add some more fire power to their young
squad.
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| ESPN.com |
The early stages of the transition from the menacing Hornets
to the seemingly friendly Pelicans has been met with its
fair
share of criticism.
Is the criticism
warranted?
It is tough to say because anybody
can sit back and criticize when they have not been in the driver’s seat on this
type of decision.
Let’s just give them their credit in that the
logo designers made the most intimidating pelican possible.
And let’s be honest, the New Orleans
franchise was doomed for a unfitting name when the Utah Jazz –
Utah! – took the Jazz nickname.
Charlotte Hornets
After the Hornets left Charlotte for New Orleans in 2002,
the city was left without an NBA franchise.
However, despite the declining attendance numbers that pushed the
Hornets to New Orleans in the first place, the NBA saw potential.
 |
| NBA.com |
The city was not without an NBA franchise for long as the
Bobcats were born in 2004, two years after the Hornets left.
Expansion had been on the mind of the NBA for
a little while, and Charlotte had supported a franchise in the past.
Had the NBA known the potential in Oklahoma
City – potential that was not realized until after Hurricane Katrina in 2005 –
maybe Charlotte would still be waiting for the NBA’s return.
Problem was that bobcats are not really synonymous with the
Charlotte areas, or many areas in the world, so the nickname seemed a little
bit out of left field.
Sure it sounds
fierce, but that is not the point.
In
the NBA where there are so many classic team names - think Lakers, Celtics, Knicks, 76ers - few people could envision
the Bobcats (
or the Pelicans for that
matter) becoming a name of that stature.
But now, with the Hornets becoming the Pelicans in New
Orleans, the window is now open for the
Bobcats
to return to their roots by switching back to the Hornets.
Basically, now instead of having two cities
with confused nicknames, we have one wrong righted and one team still trying to
figure it out and create their own identity.
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Regardless of how you feel about the Pelicans or the Hornets
or the Bobcats, one thing will always ring true: winning cures everything. Look at the opposite end of the spectrum in
Major League Baseball last season with the Miami Marlins. Known as the Florida Marlins since their
first season in 1993, ownership decided to rebrand the team with new colors, a
new ballpark, a new roster, and a more geographically narrowed home in
Miami prior to the beginning of last season.
Of course, we all know that the Marlins went on to
completely implode last year finishing in last place in the National League East and resulting in the fire sale of players this past
offseason, and now they are terrible again.
Oh, and
attendance is back to its pre-Marlins Park numbers.
If the Marlins would have kept winning, then
maybe they could have build on the momentum of the new park and the infusion of
talent.
Now that would have been a rebranding
success.
What has become a relatively quiet rebranding success is the Winnipeg Jets in the NHL. With a rich history in the
WHA and then the NHL from 1972-1996, the Jets were a relatively successful franchise before being moved to Phoenix to become the Coyotes in 1996. Never missing the playoffs in more than two seasons in a row in their NHL days, the Jets were always in it. In 2011, the Atlanta Thrashers relocated to Winnipeg and brought the tradition back to life.
This past season, the Jets found themselves four points behind the New York Islanders for the final playoff spot in the Eastern Conference, but they were certainly in it. Also, and probably more importantly, the Jets
averaged 100-percent attendance with just over 15,000 fans per game (
remember that basketball attendance capacities in arenas are higher than hockey). It is hard to ask for more from a team that just wrapped up their second season in a new city.
By now, it should be clear that the key to rebranding success for the Pelicans and the
Hornets is to do exactly the opposite that the Marlins did.
Winning is a major player in building a loyal fan base, and winning is something that the Marlins are not doing but the Jets are. Whether it is the NBA or the MLB or the NHL or any other professional sports league in the world, the formula is simple. Just win, baby.
Follow Kevin Rossi on Twitter @kevin_rossi.